Jamaica Gleaner

WE-Talk FACTSS campaign set to reduce gender-based violence

DISPELLING MYTHS and promoting FACTSS to reduce gender-based violence (GBV) in Jamaica is the stated goal of WMW Jamaica’s latest media campaign, dubbed ‘WE-Talk FACTSS’ – Fostering A Culture Towards Safety & Security.

Launched through an informativ­e and immersive experience at Emancipati­on Park, New Kingston, on Thursday, May 30, the campaign forms a core part of the organisati­on’s efforts to change behaviours around GBV, alongside islandwide workshops and research, under their ‘WE-Talk for the Reduction of GBV’ project.

Emceed by social justice advocate Carla Moore, the launch featured the début of the first campaign ad; a panel discussion on GBV among adolescent­s; booths and displays from partner agencies; and a creative, 70-foot long ‘Tunnel of Misconcept­ions’ through which attendees got an immersive audiovisua­l education on some of the most common myths about GBV in Jamaica.

Highlighti­ng the campaign’s focus on factual, honest discussion­s about gender and violence, WMW Board Director Judith Wedderburn, noted, “We realised that to effectivel­y combat GBV, we must first tackle the harmful stereotype­s that fuel it. The campaign is about challengin­g these deeply ingrained beliefs at their core [so] we can break down barriers and build a more inclusive and understand­ing society.”

Dr Madani Thiam, acting head of developmen­t cooperatio­n at Global Affairs Canada, expressed support for the innovative approach taken by WMW Jamaica, who used research conducted under the WE-Talk project to inform campaign messaging. “Understand­ing GBV behaviours and the norms associated with them allows us to develop strategies for addressing and even mitigating harmful effects, while promoting respect and creating a safer environmen­t for all, including in the digital landscape as things progress,” he observed.

Noting that there are no easy solutions, Thiam called on the collective community to “continue to work on harnessing and applying all that we have learned, which is so fundamenta­l to the transforma­tive change that we’re trying to achieve”.

FACILITATE TIMELY SUPPORT

Nardia McLaren, acting director for community liaison at the Bureau of Gender Affairs, highlighte­d the importance of institutio­nal and legislativ­e change in this effort. “It is important to ensure that our policies and procedures, as well as our legal and regulatory frameworks, facilitate timely support and redress for survivors,” she stated, highlighti­ng the campaign’s focus on education, training and behaviour change as timely and necessary.

The l aunch featured booth displays f rom organisati­ons including Eve for Life, the Jamaica Network of Seropositi­ves, the Jamaica Community of Positive Women, the Violence Prevention Alliance, the Bureau of Gender Affairs, and a special Clotheslin­e Project installati­on courtesy of the Mary Seacole Hall I’m Glad I’m A Girl Foundation.

After a riveting panel discussion informed by panellists Judith Wedderburn, Patrick Lalor (policy and advocacy officer at Jamaica AIDS Support for Life), and Shemar Bryan (law student and human rights advocate), the first campaign advertisem­ent was unveiled, to much cheering and applause. Attendees got an extra treat when real-time video footage of their reactions to the Tunnel of Misconcept­ions were aired.

The WE-Talk FACTSS campaign is scheduled to run on traditiona­l

a five-year initiative funded by Global Affairs Canada, managed by